Amazon Tailored
Audiences: New Targeted Email Features

As competition in the e-commerce space heats up, the need for personalized marketing cannot be overstated when it comes to generic consumer attention and sales. Amazon, the behemoth of online retail, has long had a range of ad and marketing solutions for its sellers and brands to use to reach shoppers. Amazon Tailored Audiences is a new & advanced feature recently launched by Amazon which was primarily for improving email marketing and if leveraged effectively the brands can now reach out to more potential customers and read existing customer more easily.

In this blog post, we will take a look at Amazon Tailored Audiences — what they are, how they work, and how businesses can use these new email marketing capabilities to improve their customer engagement strategies.

What Is Amazon Tailored Audiences?

Amazon Tailored Audiences is a recently announced tool within Amazon Audiences, Amazon’s expanding marketing solutions offering, billed to give brands more accurate and personalized ways to target their customers through email campaigns. The objective is to enable brands to better interact with consumers by leveraging data. that results in targeted, potent, and timely email marketing.

Advertisers create audience segments — defined by a given set of customer behaviors and attributes — within the features itself. We can then use these segments to personalize email campaigns with relevant products, offers and content that are sure to resonate with every individual customer group.

What This Means for You Key Features On Amazon Tailored Audiences

 

Behavior Based Segmentation (One Of The Special Features Of Tailored Audiences) That includes purchase history, browsing activity, prior engagements with the brand and Amazon ad engagements. By using attributes as segments, brands can create/severe audience segments that best serve their marketing objectives.

  1. Dynamic Personalization: Personalization with Tailored Audiences is more than just a name tag for your email (e.g. “dear [insertFirstName],” and you get the message). Thus, it allows brands to tailor the messages of their emails according to customer behaviour in real-time.
  2. Challenge 17: Send Automated Emails After People Browse ProductsShow MoreShow LessHowever, when a customer checks a specific product or category, the later emails they receive can include those products or the URLs of certain items that have drawn attention (even though the purchase is not completed), in the email with a discount coupon.
  3. Product Suggestions: By utilizing the same recommendation algorithms that make Amazon so effective, Tailored Audiences can sell products to users that have previously browsed products on Amazon or made purchases previously. This makes the email content more relevant and more likely to convert.
  4. More Targeting Features: Introduce audience cohorts that sellers can create based on recent purchase, abandoned cart, interest in particular products, seasonal purchase behaviors, etc. Such granularity proves useful to make sure that brands are getting the right message to the right customers at the right time.
  5. Performance Tracking & Analytics — Amazon also has insights and analytics options that let you track the performance of your email campaigns. Open rate, click rate, conversion rate, etc.: with these metrics, businesses receive data directly.
How Does Amazon Tailored Audiences Work?

 

Amazon Tailored Audiences for email marketing can be broken down into several simple steps:

  1. Data Collection: Amazon already has so much data on consumer behavior because of its marketplace. This data can be accessed using the Amazon advertising platform to get to know their customers better about their buying behaviors, interests, and preferences.
  2. Audience Creation: With the information collected, businesses will be able to define narrow audience segments. For instance, a brand would target customers who have purchased related products within the last 30 days or those who browsed a particular category and did not check out.
  3. Campaign Setup: Once the audience segments are defined, businesses can set up email campaigns that deliver tailored messaging to each group. This could be special offers, product launches, or personalized content based on customers’ previous interactions with the brand.
  4. Email Delivery: Targeted groups get messages which have content created on the fly highly relevant to every individual. Brands can even decide the frequency and time of such mails in order to ensure that emails reach the target at the right time and most likely to open and engage.
  5. Measure & Optimize: A business can finally determine the performance of its email campaigns and make adjustments. Amazon provides reporting tools so that tracking campaign success can be made easy, making businesses fine-tune their approach and enhance their email marketing strategy with time.
Benefits of Amazon Tailored Audiences with Email Campaigns

 

  1. Customer engagement. More targeted and individual emails will develop deeper engagement in customers’ minds because with relevant content, opens to emails, and more takes place in action leading towards better engagements.
  2. Improved Conversions. Personalization leads to improved conversions more significantly than most other approaches. An email offering personalized products, offers, or messages boost purchase chances by customers.
  3. Better Retention for Customer- Businesses can provide worthwhile content relevant to them from day one and carry long-term customer engagement in process. The Tailored Audience facilitates a relationship between an already present brand and his potential existing customer, compelling those existing customers to have their purchases again and making high lifetime values.
  4. Efficient Use of Marketing Budgets: By precisely targeting audiences, companies will not waste money on ineffective marketing campaigns. Tailored Audiences ensures that marketing dollars reach the most relevant and profitable customer segments.
  5. Better Insights for Decision-Making: The robust analytics and reporting tools available through Amazon allow businesses to track in real time the success of email campaigns. These insights may guide future marketing decisions and refine the overall strategy of the brand.
Best Practices for Using Amazon Tailored Audiences

 

To maximize the benefits from Amazon Tailored Audiences, a business should keep in mind the following best practices:

  1. Segmentation is Key: Do not send the same message to everyone. Instead, segment your audience according to behavior, interests, and purchase history so that content resonates with every customer.
  2. Test and Refine. Perhaps the most critical aspect is A/B testing, where different versions of subject lines, product recommendations, or offers can be tested to determine what best suits an audience segment.
  3. Timely and Relevant Messaging: Timing matters. The data you have on customer behavior can be used to send your emails at moments when the audience is most likely to engage. For example, follow up on abandoned carts quickly or offer seasonal promotions when customers most likely buy stuff.
  4. Apply the features of dynamic content and make your message in the email so true to personality. The chances of getting converted will depend on the relevance of content to a recipient’s person.

Conclusion

Another more powerful tool that the business can use in order to elevate an email marketing strategy and drive more engagement with its customers is Amazon Tailored Audiences. Brands can now pull on the extremely vast data sets and sophisticated segmentation capabilities of Amazon in order to send highly targeted and personalized messages that resonate with their audience and generate leads.

Businesses can fully tap all these opportunities in a world full of rising consumer expectations. Whether a seasoned Amazon seller or still just entering the fray, welcoming all of these new capabilities could make all the difference in this world.

If you are not yet using Amazon Tailored Audiences with your marketing campaigns, the time has come to open up its vast potential for taking your email marketing into the next gear.